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Zusatznutzen Berg? Argumente für den Konsum von Bergprodukten

Author

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  • Matscher, Anja
  • Schermer, Markus

Abstract

Die reichhaltige Angebotspalette im Lebensmittelhandel führt dazu, dass sich die Lebensmittelbranche zunehmend mit Produktdifferenzierung beschäftigt. In diesem Zusammenhang kommt dem (emotionalen) Zusatznutzen, der über unterschiedlichste Produkteigenschaften vermittelt werden kann, eine wichtige Bedeutung zu. Der vorliegende Beitrag geht der Frage nach, inwieweit die Herkunft aus dem Berggebiet für KonsumentInnen einen derartigen Zusatznutzen darstellt und welche Argumente KonsumentInnen für den Konsum von Bergprodukten anführen. Dazu werden die Ergebnisse von vier Fokusgruppen mit unterschiedlichen KonsumentInnengruppen aus Österreich (Tirol) und Deutschland dargestellt. Die Analyse der Fokusgruppen erfolgte mittels der Convention Theory und zeigt, dass die Bergherkunft nicht einen singulären Zusatznutzen darstellt, sondern sich aus einer Summe von Komponenten zusammensetzt, die jeweils mit der Bergherkunft in Verbindung gebracht werden und deren Kombination je nach Fokusgruppe variiert. Damit liefern die Aussagen der FokusgruppenteilnehmerInnen Hinweise für verbesserte Vermarktungsstrategien von Lebensmitteln aus dem Berggebiet. Given the broad range of products in food retailing, actors are increasingly aiming to differentiate their products by promoting certain features as added benefits. This means that any added (emotional) benefit, whichever way it is communicated, becomes significant. In this article we investigate inhowfar the fact that a product originates from a mountain region constitutes such an added benefit for consumers and what arguments support their choice of mountain food products. We present results of four focus groups with participants from Austria (Tyrol) and Germany, analysed by using Convention Theory. Our findings suggest that the origin of a food product in a mountain region does not constitute a singular added benefit but rather the sum of several components associated with a mountain origin, in varying combinations, depending on the specific focus group. The statements gathered in the focus groups may thus provide some indication on how to improve the communication strategy for mountain products.

Suggested Citation

  • Matscher, Anja & Schermer, Markus, 2009. "Zusatznutzen Berg? Argumente für den Konsum von Bergprodukten," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 58(2).
  • Handle: RePEc:ags:gjagec:134176
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